The Australian 2012 Ski season campaign has been launched with
the theme More in every day positioning New Zealand as the only
place to ski this year to drive Australian visitors here over the
winter period.
General Manager Australia, Tim Burgess says that the 3.3 per
cent growth in visitor arrivals for the year ending December 2011
clearly shows that destination New Zealand provides a very
attractive product to Australia - our largest tourism market.
"The New Zealand ski season is the perfect example of the good
value and unique product we have to offer that can be quicker to
access from Sydney and Brisbane than it is to get to Australian ski
fields.
Our 2012 campaign will target both beginner and active skiers
who are part of the significant market of more than three million
skiers or potential skiers in Australia.
Winter in New Zealand offers visitors more than good quality Après
ski, with a variety of activities available in close proximity to
the ski fields such as thermal hot springs, wine tasting or golf
and fishing. Our activity will really push this - making it clear
that there is something for everyone.
Since last year there have also been some new developments in
the New Zealand ski offering. "New offers such as the Methven Kids
stay, play, and ski for free promotion and the new OnePassNZ, an
interchangeable pass that can be used at eight ski fields in the
South Island, provide PR opportunities for us to support our
advertising campaign," he says.
Running from February through July the campaign will work to
maximise visitor numbers right across the ski season. Using a mix
of television and online activity, it will target early bird
bookings through to March, pre-season bookings in April and last
minute bookings in July. This will be supported by partnerships
with Flight Centre and Ski Tourism Marketing Network who will
reinforce the campaign and its key messages in individual regions
and ski areas.
"Our summer season activity, which included the South Island
Road Trip, delivered strong referral rates and visitor arrivals.
More in every day has been specifically developed to maintain this
growth and visitor spend by getting visitors to explore all the
experiences on offer during New Zealand's winter season."
With activity driven to a tailored campaign page on Tourism New
Zealand's consumer website newzealand.com, now is a great time to
update your business listing, or register and create a business
listing. This will help visitors get in touch with you as they plan
and book their ski trip this year.
View the campaign on newzealand.com
For more information about the influential Australian market see
our Market
and Statistics pages.